2018 Fashion Scholarship Fund Winner

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Live a pragmatic lifestyle in a minimal way with AllSaints and Wind River Tiny Homes.


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! Introduction: Who is AllSaints? In a world where people are constantly competing with each other for who has the most expensive and extravagant lifestyle, there is also a strong competition between whether consumers are getting items from a physical brick and mortar store, or through E-Commerce. In order to help brick and mortar stores get more foot traffic, AllSaints wants to reach out to a market that is outside of their retail norm.

Figure1: AllSaints storefront

To give a little history about the brand, AllSaints (Figure 1) became established in 1994 where it was originally a menswear brand and it supported the music culture of British rock and roll. Throughout time it evolved into a women and menswear line and even joined in on the E-commerce trend that almost all retailers have joined in order to build a more global consumer base. With 232 stores in 27 countries, AllSaints has a built a grunge, yet minimal aesthetic while setting the mood of living in a time of an industrial revolution with its exposed brick and pipes in their physical stores. The interior of their stores contain dark earth tones as well as industrial sewing machines all throughout. The feeling of being in the store is almost like a combination of freedom and hard work all in one. In order to display this aesthetic in more ways than how consumers dress, they can now reflect the AllSaints aesthetic while engaging in a new in-store experience that will make people of all ages enjoy music, shopping, and tiny home living through AllSaints Home.


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! The Big Idea In addition to its grunge aesthetic in clothing, AllSaints will announce a brand extension called AllSaints Home. This home collection will feature various home décor items that are organic, vegan and distressed (Figure 2) helping with the environment but also catering to the rock and roll vibe of the brand. In order for AllSaints to execute this idea, they would need to source new materials to create new products such as throw pillows, blankets, and curtains, to name a few. In order to launch this new collection, the brand will be teaming up with The Tiny House Movement and Wind River Tiny Homes to create an innovative way to change how consumers think and turn towards a more minimal and economically sound lifestyle. AllSaints Home products will be featured in an interactive virtual tiny home (Figure 3) that will be installed in 20 select AllSaints stores located in the U.S. and the U.K. This will allow consumers worldwide to experience retail in a different way. The customers can “hang out” in a tiny home and use virtual reality through the

Figure2: Aesthetic of AllSaints Home products Google Cardboard app (for example of app look at Appendix A) to connect with a featured special musical guest who will be wearing an AllSaints wardrobe while he or she interacts


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! with the items in the AllSaints Home Collection. The featured guest will also be an artificial intelligence able to answer any questions you may have. Through the app, customers will also be able to select items using their eye focus and then ask the interactive model to put the items in a cart. The cart’s inventory will be transferred to associates in the store, who will gather the items to have ready for purchase when the customer is ready to check out. This collaboration and new addition to the brand will allow for them to connect to more consumers who are not only interested in clothing but home décor as well. It will allow the brand to gain a reputation in the home goods industry as well and may open up new doors for future collaborations. Competition Research With interactive components in retail stores becoming more and more popular as technology advances, AllSaints has to stand out among their many competitors like Whistles, Reiss, Religion, Zara, Topshop, and Urban Outfitters. Whistles, Reiss and Religion are all British brands that have similar price points to AllSaints while also providing similar clothing trends. While AllSaints is a British brand, it has a strong market in the U.S. and this competes heavily with Topshop, Zara, and Urban Outfitters which thrive in both the U.S. and U.K. Urban Outfitters is a competitor for this specific concept because of UO Home which is the brand’s home décor line. However, it is marketed towards the younger generations instead of adults in their thirties. Topshop’s flagship store in London is definitely a competitor because of their experimentation with virtual reality. For the summer, they used a waterslide race to start the season as their way of creating an interactive experience. In order for AllSaints to stand out from its competition, adding an


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! interactive element to the store would most likely help to increase foot traffic, sales, and brand interest by consumers of all ages. (To look further into a SWOT Analysis and perceptual map about AllSaints and its competitors, see Appendix B and Appendix C.) Launch

“AllSaints Home” will be first announced to the media as a press release and invitation to a private launch event in front of the flagship store in New York. Loyal customers, influencers, and A-listers will be invited to the event that will include a cocktail party and guided tours of a real tiny home with the Fall 2018 Home Collection.

Figure 3: Tiny home layout for the VR app and launch event AllSaints will advertise on their website as well as social media, highlighting the store locations that will feature the virtual “tiny homes.” The day after this private event, the store will be fully accessible and open to the public to shop the new home items but also experience the products inside a virtual tiny home platform.


! Marketing Campaign For the launch of AllSaints Home, there will be a live musical performance in select locations by bands such as Brand New, The 1975, and Arcade Fire to name a few. There will

Figure 4: Instagram post mockup for contest also be a worldwide Instagram contest (Figure 4) that will be held within the month before the launch where people will be asked to post pictures of their homes with AllSaints aesthetic with a caption explaining why they need AllSaints Home and use the hashtag #AllSaintsxTinyHome. Five winners will be pulled randomly out of the selection during the concept launch event. The winners will receive VIP tickets to Coachella and access to the AllSaints Tiny Village (Figure 5) that has several mobile tiny homes that the winners will stay at for the festival. With the help of advertisements both online and printed, the word will get out about this new launch. The tiny home experience will attract people who want


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to experiment with this technology in stores. Consumers will also be inclined to participate in the contest because of their chance to win a ticket to Coachella and a stay in an AllSaints

Figure 5: Example of Tiny Home Village at Coachella Home decorated tiny home. This collaboration will create a large amount of publicity and will bring awareness to both AllSaints and Wind River Tiny Homes, which is the company used for the designs of the virtual tiny home and tiny home village. Target Customer The ideal AllSaints customer is a rebellious man or woman who lives simplistically (Figure 6). The target age for this consumer ranges from 18-35. Adults this age yearn for their youth and still enjoy being heavily influenced by rock and roll culture. They listen to music every chance they get and look for new ways to experience music around them.They are millennials who understand the economic situation and want to make a simple yet functional and meaningful life for themselves. They are strong yet delicate and want life to be one grand experience after the next. In order to appeal to this audience, the collaboration with Wind River Tiny Homes provides that big step toward a more economic and minimal


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Figure 6: Target customers for AllSaints lifestyle. AllSaints Home will allow the target consumer to decorate their homes the way that they can benefit most, based on how the products look and what the products are made of. All materials in AllSaints Home are vegan or organic and help make the earth more livable in a simpler way. Six Month Financial Plan Looking into the future, AllSaints will base their financial plan on an estimated sales volume for the 20 selected stores of $10,400,000 and the implementation of this home concept will create a 20% increase in sales (See Appendix D for the full 6 month financial plan). A 20% in reductions of markdowns will keep the inventory of both clothing and home dĂŠcor current for arrivals in new styles and this will, in turn, help with the inventory


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! turnover which is at 2.0 in order to provide the levels of inventory needed to accommodate sizes and be readily available upon purchase. Receipts are planned to provide a steady flow of newness to the stores each month. Due to the 20 selected stores selling an average of a million dollars per month, the addition of this concept will definitely build profitability for the brand as well as showcase an admirable growth in their customer base. Keep the Momentum With this successful collaboration, AllSaints will attract more customers, more revenue, and a new brand extension that will be able to remain a success due to the strong sales that will come from its home décor section. There will be a strong brand presence in not only fashion magazines but also home improvement magazines. This will be a continued success due to the amount of people who care for their home décor as much as their wardrobes. With the success gained, AllSaints will have an extra outlet to connect with their consumers and really get an understanding of who their customer is in all aspects. To

maintain the brand extension and also the concept of this collaboration with the Tiny Home Movement, AllSaints will set up pop up shops in tiny homes across the U.S. and the U.K. and bring the tiny living experience to consumers across the globe with AllSaints décor. Some challenges of scaling the idea would be that not all demographics see the benefit of tiny homes or virtual reality and this would be speaking about older generations that might enjoy the brand’s clothing but will be deterred by the use of such advanced technology. The older demographic may find it interesting to tour the tiny home or have an


! employee personally guide them to see what the store is offering. The store size with a tiny home in it is also another concern, but the tiny home will be virtual so that existing stores won’t need to pay for extra building costs. In order to remain profitable, the brand will need to spend a year planning out the entire collection and concept while still maintaining its current trend and sales success. At the beginning of every season there will be a new launch where the store will showcase their newest collection for the brand. A “house party” will be held one day each season to promote new products and updates with the VR app as well as interactions with new special guests. This will ensure that customers will remain interested in the entertainment concept and help the AllSaints brand continue to grow. Concluding Statement AllSaints can benefit heavily through reaching out to broader consumers in both the home décor and music industry to build its brand exponentially. This marketing plan provides a completely innovative way to bring in customers and use technology in order to benefit the brick and mortar stores instead of E-Commerce.


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! References A Quick Visit to Meat Packing. (2012, September 10). Retrieved October 12, 2017, from https://whiteonbeige.wordpress.com/2012/08/24/a-quick-visit-to-meat-packing/ White on Beige Blog

AllSaints. (2017, September 21). Retrieved October 12, 2017, from https://en.wikipedia.org/ wiki/AllSaints AllSaints Spitalfields: The Next Generation of Style. (2012, March 05). Retrieved October 12, 2017, from https://jeffrey0321.wordpress.com/2012/03/05/allsaints-spitalfieldsthe-next-generation-of-style/ Jeffrey0321 Blog ALLSAINTS UK: Iconic Leather Jackets, Clothing & Accessories. (n.d.). Retrieved October 12, 2017, from https://www.allsaints.com/ Andrews, M. (n.d.). 18 Tips for Planning a Flawless New Product Launch. Retrieved October 12, 2017, from https://blog.hubspot.com/marketing/elements-flawlessproduct-launch-li Cotton Denim Vintage Pillow Cover. (n.d.). Retrieved October 12, 2017, from https:// www.aliexpress.com/item/Upscale-Minimalist-Modern-European-Showcase-HomeCars-Deco-Jeans-Cowboy-Pocket-Pillow-Square-Cushion-Backrest-Dikeniuzi/ 32428689193.html Frayed Roses Bath Mat. (n.d.). Retrieved October 12, 2017, from https:// www.urbanoutfitters.com/shop/frayed-roses-bath-mat-001 IKEA Launches Pilot Virtual Reality (VR) Kitchen Experience for HTC Vive on Steam IKEA. (n.d.). Retrieved October 12, 2017, from http://www.ikea.com/us/


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! en/'about_ikea/newsitem/040516_Virtual-Reality Long Leather Plant Hanger. (n.d.). Retrieved October 12, 2017, from https:// beamandanchor.com/collections/all/products/openhabitlongleatherplanthanger

Miller, R. (2013, October 07). AllSaints Takes It to the Streets. Retrieved October 12, 2017, from https://www.popsugar.com/fashion/AllSaints-New-York-StreetPictures-32083707?utm_campaign=default_hp&utm_source=hover_pin Silbert, S. (n.d.). All About Cardboard, Google's Low-Cost Virtual-Reality Device. Retrieved October 12, 2017, from https://www.lifewire.com/cardboard-googles-lowcut-virtual-reality-device-3441416 Tiny House Statistics. (n.d.). Retrieved October 12, 2017, from http://restoringsimple.com/ tiny-house-statistics/ Tiny House Town. (2016, September 07). Retrieved October 12, 2017, from http:// www.tinyhousetown.net/2016/09/the-rook-by-wind-river-tiny-homes.html Tiny House Village. (n.d.). Retrieved October 12, 2017, from http://crowdbuild.us/tinyhouse-village/ Topshop to Transform Oxford Street into a Giant Water Slide – in VR. (n.d.). Retrieved October 12, 2017, from http://www.thedrum.com/news/2017/05/25/topshoptransform-oxford-street-giant-water-slide-vr I. (2017, February 05). Tumblr Image. Retrieved October 12, 2017, from http:// indieteen.tumblr.com/post/156847608970 What Is The Tiny House Movement? (2015, October 19). Retrieved October 12, 2017, from http://thetinylife.com/what-is-the-tiny-house-movement/ Wind River Tiny Homes. (n.d.). Retrieved October 12, 2017, from http:// www.windrivertinyhomes.com/#windrivertinyhomes


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! Appendix A Ikea VR Experience App This app is the main inspiration for how the AllSaints app will run but will be geared more towards the products for the brand instead of a customization of the home itself. 


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! Appendix B

• Strong brand identity and

• Lack of advertising

aesthetic

• Minimal sales promotions

• Music industry connections

• Limited store locations

• Loyal customer base

• Brand extension increases revenue

• Competitors such as Ikea can steal the idea

• Reaches a new customer base

• Prices may decrease consumption

• Expansion

• Lack in social media presence can enhance

• Enhances brand aesthetic

competitors

High Price

Appendix C

AllSaints Whistles

Perceptual Map

Reiss

Topshop

Low Quality

High Quality

Zara

Religion

Urban Outfitters

Low Price


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! Appendix D AllSaints Six Month Financial Plan for Fall 2018


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